By Bill Martin
This is the first of several blogs dealing with how Consumer Packaged Goods (CPG) manufacturers can capture and use data with smart POP displays with their retail partners. Watch an animated video here.
(Editor's note: this blog first appeared August 7, 2015 on our partner Menasha's web site.)
For the last 20 years, I have worked on measuring in-store consumer foot traffic at ShopperTrak, a company I co-founded in 1995. Today I have a deep desire to engage the shopper more effectively in partnership with retailers and CPGs to build relationships that benefit the entire commerce ecosystem.
What we’re trying to accomplish
- Create a two way data path which links branded and new product manufacturers with the consumer through POP displays and signage strategically placed in the retail environment
- Engage the consumer on their personally carried devices while in the store
- Create a clear roadmap for CPG’s and retailers to drive more sales
In-store missing metrics are highlighted in the following chart from a Grocery Manufacturer’s Assn. and Booz & Company study: